where there's not a will: legacy marketing from scratch

Where There’s Not a Will

Legacy Marketing From Scratch

“People give because it meets their needs, not because it meets the

charity’s needs”

Kay Sprinkle-Grace

IFC, Amsterdam 2008

You know the sort of thing…

“not very inspiring, dear, is it?”

“no dear”

SOURCE: Donor Need States. Bluefrog / Leslie Hallam, 2007

Engage me Overcome my helplessness

Help me grow I want to help

• Entertain• Novelty• Enjoyable

• Self-definition• Educate• Status

• Guilt is gone

• Empowering

• Calming

• Do something

• Safer world• Better world

Donor needs

It’s tough out there

• Fewer single, childless women

• Legacies being split more ways

• Unstable economy e.g. house prices shaky

…and income started being hit last year SOURCE: Rightmore & CLG Index

% annual change in UK house prices

The impact of the economy…

SOURCE: Office of National Statistics

Percentage of estate by value

Percentage of Estate

6%

22%

23%

49% OtherSharesCashProperty

Competition is increasingly intense…

“CRUK’s target audience for legacies can be defined as ‘everyone in the UK population who has not yet got CRUK in their Will’.”

Whatabout

Baby Boomers?

The best legacy prospects are [still]…

WEALTHIER

OLDER

REGULAR GIVING

CHILDLESS

WOMEN

Why did Merlin do it?

££££’s

What did we do?

What did we do next?

How we did it• Data Data Data

– Research data – Existing legators (if you have any) – Demographics (Miss, Ms) – Engaged donors

How we did it• Data Data Data • Support from Chief Executive • Get personal • Detailed briefing of call centre • Then have faith • And listen to your donors

What did we want

• Pledgers: 1.02% 102(75%)

• Intenders: 0.69% 69(30%)

• Enquirers: 0.77% 77(3%)

• Call me 0.11% 11

Income £1.414mROI 59.6

What did we get

• Pledgers: 0.83% 83 (75%)• Intenders: 0.96% 96

(30%)• Enquirers: 0.65% 66

(18%)• Call me 0.11%

11

Income £1.462mROI 57.6

However …………….

£1,000,000 !

Ok, so what does it mean?

It means …….• Projected income of £2.462m

• ROI of 103

And finally?

• Recording

• Thanking

• Respecting

Feedback – priceless

“Thank you for your letter. It was the effect of the Tsunami on Sri Lanka that prompted me to start supporting Merlin. As you see, I have remembered Merlin in my Will and would prefer not to be contacted again on this subject”

What next?

• Momentum

• More pledgers and intenders

• Loyalty • Remind intenders

What will be doing?

• Pledgers – Thank you– Recognition– Events

• Intenders – Follow up– Turn intention into action – Events

But we want more

• Drip drip approach

• Direct approach

• Learning more

Top five tips

• Get support internally • Don’t beat around the bush • Get the data right!• Get the thank you right • Have faith – it really works!

Feedback – Priceless

“I wish you and Merlin the greatest good fortune and pray you will continue your good work far into the future”

Thank you !!!

• hugh.stockhill@bluefroglondon.com• kathryn.brooke@merlin.org.uk• danielle.atkinson@merlin.org.uk